How a small jewelry company turned $40 into $1.2M
Summary
TLDRLiv Portillo's jewelry brand, DBL, transformed a $40 investment into a $1.2 million annual revenue in three years, leveraging organic social media strategies. The key to her success were four specific Instagram and TikTok posts that turned her side hustle into a seven-figure business. The video explores why these posts worked, offering insights into how to grow a business using social media, the importance of custom products, and the power of storytelling in content creation.
Takeaways
- 💎 Liv Portillo turned a $40 investment into a $1.2 million annual revenue business in three years without using paid ads.
- 📸 The initial growth of DBL Jewelry was driven by organic social media posts, particularly photos of customers wearing custom name necklaces.
- 🔨 Liv's custom, handmade jewelry became share-worthy, leading to organic user-generated content that boosted sales.
- 🛍️ Liv started her business by borrowing money from her parents to buy supplies for making jewelry at home.
- 🌐 The pandemic led to a shift in Liv's strategy, where she used TikTok to grow her business significantly.
- 🦋 A TikTok video showing the process of making a custom name necklace with a butterfly design went viral, gaining millions of views and followers.
- 🛠️ Liv shared behind-the-scenes content of her making jewelry, which resonated with customers interested in the process and the brand's story.
- 📦 She also shared how she ships her orders, openly discussing the tools and platforms she uses, which attracted an audience interested in entrepreneurship.
- 🔥 A controversial TikTok video about a custom order for a necklace with names of girls a man cheated with went viral, demonstrating the power of storytelling in social media content.
- 🏆 Liv's entrepreneurial success led to her being named one of Forbes' 30 Under 30 youngest millionaires.
- 🚀 Liv launched 'Bosology' and 'Livexy' to educate and mentor aspiring entrepreneurs on free and organic social media marketing tactics.
Q & A
What was the initial investment for DBL Jewelry?
-The initial investment for DBL Jewelry was $40.
How much annual revenue did DBL Jewelry achieve in three years?
-DBL Jewelry achieved an annual revenue of 1.2 million dollars in three years.
Did DBL Jewelry use any paid ads for its growth?
-No, DBL Jewelry did not use any paid ads; it grew through organic social media posts.
What was the role of Liv Portillo in the growth of DBL Jewelry?
-Liv Portillo is the founder of DBL Jewelry and grew the business to a seven-figure business through organic social media posts.
What type of product did Liv choose to sell, and how did it contribute to her social media success?
-Liv chose to sell custom name necklaces, which became popular due to their custom and handmade nature, encouraging organic user-generated content and shareability.
How did the custom nature of DBL Jewelry's products impact its growth?
-The custom nature of the products encouraged customers to share their purchases, making the brand share-worthy and driving organic growth.
What was the significance of the TikTok video with 5.7 million views in Liv's success story?
-The TikTok video with 5.7 million views was significant because it was the first time Liv showed her customers how she made her jewelry, which attracted a large audience and increased sales.
What was the main content of the third key social media post that helped Liv scale her business?
-The third key post showed Liv explaining how she ships her orders using a platform called Pirate Ship, providing transparency about her business operations.
Why did Liv's transparency about her business operations help her grow her TikTok account?
-Liv's transparency attracted followers interested in entrepreneurship, providing social proof and a new source of customers for her business.
What was the content of Liv's best-performing TikTok video, and why was it successful?
-The video showed Liv making a custom necklace with controversial content, which attracted 18.2 million views due to the story attached to the custom order and the controversy it sparked in the comments.
What additional business did Liv launch for aspiring entrepreneurs who followed her on TikTok?
-Liv launched Bosology, a series of educational videos, and announced a new mentoring class called Livexy to teach students free and organic social media marketing tactics.
How was Liv recognized for her entrepreneurial success in 2021?
-In 2021, Forbes named Liv Portillo one of the Forbes 30 Under 30 youngest millionaires for her success in building DBL Jewelry from the ground up.
Outlines
💎 Organic Growth of a Jewelry Brand
This paragraph details the remarkable growth of a small jewelry brand, DBL Jewelry, which transformed a $40 initial investment into a $1.2 million annual revenue in just three years. The founder, Liv Portillo, achieved this without any paid advertising, relying solely on organic social media posts. The video will dissect four key Instagram and TikTok posts that significantly contributed to the brand's success. Liv started by borrowing money from her parents to buy supplies for making jewelry at home. Her custom name necklaces became popular on Snapchat, leading to increased demand. The first post that helped the brand grow was a photo of a customer wearing their custom necklace, which encouraged sharing and made the brand share-worthy. Liv's strategy focused on organic user-generated content, which led to increased sales.
🚀 Leveraging Social Media for Business Expansion
The second paragraph discusses the impact of the COVID-19 pandemic on Liv's business, which led her to download and use TikTok during quarantine. A particular TikTok video showcasing how she made a custom name necklace with a butterfly design garnered 5.7 million views, propelling her to one million followers overnight. This video was significant because it was the first time Liv revealed her creative process, which resonated with customers who were eager to see the behind-the-scenes of a brand. This 'process as content' approach led to a surge in sales. Liv also shared a video explaining her shipping process, which was surprisingly beneficial as it provided transparency and attracted followers interested in entrepreneurship. This authenticity and willingness to share business insights helped her grow her audience and, consequently, her business.
📈 Viral Marketing and Entrepreneurial Success
The final paragraph highlights the fourth and most successful social media post by Liv, a controversial TikTok video with 18.2 million views, where she created a custom necklace listing the names of girls a man had cheated on. The video's success lies in its storytelling aspect, showing that custom products with a narrative make for compelling social media content. Liv's adeptness at creating a social media following and developing products for that audience led to the launch of Bosology, a series of educational videos for aspiring entrepreneurs. Liv's success was recognized by Forbes, who named her one of the '30 Under 30' youngest millionaires in 2021. The paragraph concludes with an encouragement for aspiring entrepreneurs to start their own business, with a reference to Shopify for a 14-day trial.
Mindmap
Keywords
💡Jewelry Brand
💡Annual Revenue
💡Organic Social Media Post
💡User Generated Content
💡Custom Name Necklaces
💡Mass Produce
💡TikTok
💡Process as Content
💡Entrepreneurship
💡Social Proof
💡Controversial Content
💡Forbes 30 Under 30
Highlights
A small jewelry brand turned a $40 investment into $1.2 million in annual revenue in just three years without any paid ads.
Founder Liv Portillo grew DBL Jewelry to a seven-figure business through organic social media posts.
Four specific Instagram and TikTok posts are identified as catalysts for the brand's growth.
Liv started DBL Jewelry by borrowing $40 from her parents to buy supplies for making jewelry at home.
Custom name necklaces were particularly popular among Liv's friends on Snapchat, leading to initial sales.
The custom nature of the products encouraged organic user-generated content, boosting sales.
Liv grew her business via Instagram and eventually opened her own online store with Shopify.
The pandemic led to a shift in strategy, with Liv downloading TikTok during quarantine.
A TikTok video showing the process of making a name necklace with a butterfly design went viral with 5.7 million views.
Showing the making process of custom products on TikTok was a counter-intuitive strategy that attracted customers.
Liv shared videos of making name necklaces, which increased sales significantly.
A TikTok video detailing how Liv ships her orders and uses Pirate Ship for discounts gained popularity.
Liv's transparency about her business tools and strategies attracted followers interested in entrepreneurship.
A controversial TikTok video about a custom order for a necklace listing the names of a cheater's partners went viral with 18.2 million views.
Custom products with attached stories make for great social media content, as seen with the viral video.
Liv launched 'Bosology', a series of educational videos for aspiring entrepreneurs.
Liv announced a new mentoring class called 'Livexy' to teach free and organic social media marketing tactics.
Liv Portillo was named one of Forbes' 30 under 30 youngest millionaires due to her entrepreneurial success.
The video encourages potential entrepreneurs to start their own business with a 14-day trial on Shopify.
Transcripts
this small jewelry brand turned a 40
initial investment into 1.2 million
dollars in annual revenue in just three
years and here's the interesting thing
it did so without any paid ads
instead founder liv portillo grew dbl
jewelry to a seven-figure business one
organic social media post at a time in
fact i've identified four specific
instagram and tiktok posts that
catapulted dbl jewelry from an arts and
crafts side hustle to a business that
made four hundred thousand dollars in
revenue in november of 2021.
in this video i'll break down why those
social media posts worked and how you
can learn from them to start and grow
your own business
so the product liv chose to sell had a
lot to do with her social media success
but not in the way you might expect when
she was 16 live borrowed 40 from her
parents so she could buy supplies to
make jewelry at home
liv posted photos of her jewelry on
snapchat and her friends asked if they
could buy some and they were
particularly interested in liv's custom
name necklaces
now that seems counterintuitive it's
rare for a business to scale when its
most popular product is custom and
handmade after all you can't mass
produce custom handmade jewelry unless
you hire a team to help and you can't
hire a team to help without a lot of
demand for your product but that brings
us to the first post that helped dbl
jewelry grow
it's a photo of a customer wearing their
custom name necklace
now there's nothing particularly special
about the photo what's special is the
tactic behind the post because the
necklace was custom made this customer
was more motivated to share it with
their friends and followers and this
made dbl jewelry share worthy in the
posts that follow we see that the custom
nature of dbl jewelry's products
encouraged organic user generated
content about the brand which in turn
brought in more sales after this post
liv spent the next few years hustling
she was growing her business via her
instagram account and eventually opened
her own online store with shopify then
the pandemic hit and this is where
everything changed like many of us live
downloaded tik tok when she was stuck in
quarantine and that brings us to the
second key social media post in liv's
success story this tick tock uploaded in
march and now sitting at about 5.7
million views
so i asked you guys in the last video
what name and butterfly color to make
and the first one we commented was lily
[Music]
time to attach the chin
[Music]
lily with a lavender butterfly now we
gotta add the purple butterfly
and it's done
if you want me to make your name then
comment on this video or the previous
one it's this tick tock that catapulted
live to one million tick tock followers
overnight now why is that liv had shared
her products on tick tock before but
this was the first time she showed her
customers how she made her jewelry and
this is the counter-intuitive genius of
selling custom-made products in the tick
tock era
process is content
after nearly a decade of seeing shiny
finished products on instagram customers
are now excited to see behind the scenes
of emerging brands
lip shared more videos of her making
name necklaces and watched the sales
roll in and about a month later liv
uploaded the third key social media post
that helped her scale her side hustle
into a seven figure business
[Music]
i'm going to show you guys how i ship my
orders i use this platform called pirate
ship because it gives me a discount on
shipping now we gotta print the label
i really recommend this for small
businesses because it doesn't use ink
this is what the case looks like
it's this tick tock spelling out exactly
how she started and runs her business
this seems crazy she literally spells
out for anyone who wants to compete with
her the tools and websites she uses to
run her business but that's exactly why
these posts helped liv grow her tick
tock account says liv everyone is
selfish in their own way they're not
going to follow you for you they're
going to follow you for information
and that's exactly what happened here
liv gained a ton of followers interested
in entrepreneurship and live's growing
tick-tock following was great social
proof for anyone interested in dbl
jewelry most surprisingly this
additional group of followers became a
new source of customers for liv's next
business but more on that in a minute
because we need to talk about the fourth
and final social media post that helped
make dbl jewelry the profitable business
it is today it's liv's best performing
tick tock of all time girl what wants me
to put all of the girls names he cheated
on with first i'll be making their
anniversary date
now for the names of the girls he
cheated with
she's gonna give him the necklaces in
front of his family so that he can read
it out loud the other side is their
anniversary she also got herself
butterfly necklaces for hot girl summer
and this crystal bracelet that takes
away negativity in your life i can't
wait to see his reaction right now this
video is sitting at 18.2 million views
why because it's controversial
talking about this video in an interview
lyft said that every viral video has
arguments in the comments and that's
certainly the case here but dbl jewelry
is not at the center of this controversy
liv is just fulfilling a custom order
but it's because it's a custom order
that it has a story attached to it
with the success of this and related
tick-tock videos we see that custom
products often come with good stories
and good stories make for great social
media content
liv is a genius not only at developing a
social media following for her products
but also for developing products for her
social media following for the aspiring
entrepreneurs who follow her on tick
tock live launched bosology a series of
educational videos for anyone who wants
to start their own business
and liv recently announced in a new
year's eve instagram post that she's
launching another live mentoring class
called livexy to teach students free and
organic social media marketing tactics
because of her entrepreneurial success
in 2021 forbes named liv portillo one of
forbes 30 under 30 youngest millionaires
it's a title liv worked hard for by
building dbl jewelry from the ground up
when you're ready to start your own
business head over to shopify.com to get
started with a 14-day trial because the
world needs more entrepreneurs like liv
and like you
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